You can run a great business and still feel utterly invisible.
Even if your product works, you fill a clear gap in the market, and your existing customers are utterly elated with your service, the fact remains that it can be hard to generate interest.
With around 5.7 million businesses in the private sector straining to be heard, how can you stand out from the crowd?
Fundamentally, it comes down to not only being good at what you do, but being known for it, and that is exactly where public relations (PR) comes into play.
Understanding consumer choice
Buyers are often meticulous about doing their research. A third of all conversions (from prospective customer to active lead) occur a full month after they decided to start researching a product or service and 70% of purchasers start out with an online search.
Much like online dating, by the time someone gets in touch, they’ve already formed a distinct view of what you do and how well you do it. With targeted PR, you can shape that impression from the get-go.
Do you really need PR?
PR is not merely about getting your name in the press. It can and does involve that – but there’s much more to it.
PR centres around making sure that your business shows up in the places people are already looking for your services, and in a way that builds confidence, rather than inviting scepticism. It boils down to carefully crafting the way that people perceive you, and in most cases, that perception is what determines whether you make the shortlist or whether the tab gets closed on your company forever.
Business owners might think that PR is a ‘nice to have’. Something to look into when the business is bigger, when there’s more budget. Others may feel they already “do marketing”, so PR might be duplicating effort.
However, once you look at how people actually make decisions, that way of thinking starts to unravel pretty quickly.
If most buyers are researching before they commit (they are), and if they’re using multiple sources to build a picture of a business (they do), then relying on your own channels alone leaves a lot of ground uncovered.
PR doesn’t end with your owned media
Adverts can bring people to your door, but they can’t do much to tell your story, demonstrate your skills or expertise or provide reassurance and confidence when viewed in isolation.
You need to make sure that your website, social media, email marketing and your adverts are all communicating the right messages to your audiences so can get to know you and why they should trust you with their order or enquiry.
Don’t leave prospective customers reading one page of your story and not knowing your wider narrative.
Of course, PR doesn’t stop at your owned media. A discerning customer is also looking at articles that mention you, reviews (whether on your website, Google, Trustpilot or other third party sites), mentions of you on other people’s feeds, and, of course, search results. They’re directly comparing you with your competitors and they’re sense-checking that you’re ‘legit’.
Without dedicated PR to bolster your brand, your voice is strictly limited to what you say about yourself. For a newer business, that can dramatically shrink trust before it’s even been built. For a more established one, it can quietly erode your visibility, limiting your reach and quashing your prospects.
So, do business owners really need PR? Yes, because your customers are forming opinions about you and your brand before you ever speak to them. Before any contact form gets filled in, email gets sent, social media message lands in your DMs or before someone picks up the phone to give you a call, the vast majority of people have already done a thorough vetting of your business across multiple channels – all while comparing you to your peers in terms of quality, price point, accessibility and reach.
Targeted PR is how you indirectly influence that process, instead of leaving it down to chance.
How can PR benefit a business?
PR builds credibility that you can’t create on your own.
Look, people invariably expect businesses to present themselves in a positive light; it would really, really weird if you didn’t! What they’re actually looking for is reassurance from somewhere else, some external source that doesn’t come straight from the horse’s mouth. When your business is mentioned, quoted, or featured independently on third-party sites, it carries more weight. This way, you’re supported by verifiable sources – and not simply propped up by your own ego.
PR puts you in front of people at the right moment
When buyers are actively researching your business, visibility is vital. PR combined with targeted Search Engine Optimisation (SEO) helps you to appear across search results, industry publications and trusted platforms. Every mention is a mental tick against your name that says to prospective buyers ‘oh, this just might be the one’.
There’s also a practical benefit here to consider. Consistent coverage and mentions typically strengthen your SEO over time, making it easier for people to find you in the first place.
Think of it this way: SEO makes it easier to find you on Google and PR tells your customers why they should choose you, but they work hand in hand.
What is a good PR strategy? One that builds lasting value over time
PR isn’t a one-off hit. It accumulates and grows in value the longer it’s at play. Every mention and each individual article contributes to building a broader picture of your business. Over time, that builds recognition and authority – something that’s incredibly difficult for competitors to replicate quickly (and without considerable cost). So, if you’re asking ‘Why should I hire a PR team?’, there’s your answer. Follow-up questions might include…
Why do businesses need PR? How can PR benefit a business? Because people are actively researching, comparing, contrasting, and forming opinions about your offering before they ever reach out to you. Without targeted PR, you’re effectively cutting yourself out of the conversation before it can even begin.
So, let’s talk targeted PR. Get in touch with our team of industry experts today to build your profile and grow your business. Do it however you like; fill in our contact form, drop us an email at hello@carringtoncommunications.com or pick up the phone (01522 581611) – but if you’re serious about building a reputation that will firmly support continued business growth, you really should contact us.
